Thilo Kunkel
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View article: Paying while playing: examining the influence of interaction with gamified elements in fantasy sports on in-app spending
Paying while playing: examining the influence of interaction with gamified elements in fantasy sports on in-app spending Open
Research question Prompting consumers to spend more in fantasy sport applications is necessary to provide supplementary sources of revenue for sport organizations. The current research draws on gamification literature to examine consumers’…
View article: Guest editorial: The sport x service experience: an opportunity for sport service management research
Guest editorial: The sport x service experience: an opportunity for sport service management research Open
The sport x service experience: an
View article: Managing Social Media through Crisis: A Content Analysis of Instagram Posts before and during the COVID-19 Pandemic
Managing Social Media through Crisis: A Content Analysis of Instagram Posts before and during the COVID-19 Pandemic Open
Examining shifts in sport organizations’ social media content from before to during the pandemic-induced stoppage of play provides insight into digital branding during crises. Drawing on consumer-based brand equity and the context, content…
View article: Advancing understanding of individual-level brand management in sport
Advancing understanding of individual-level brand management in sport Open
Brand management has become centrally embedded in the sport management literature across the past several decades. The acceleration of scholarship has coincided with increased globalisation, commercialisation, and consumer interest, turnin…
View article: Who doesn’t like sport? A taxonomy of non-fans
Who doesn’t like sport? A taxonomy of non-fans Open
The motives and behaviour of sports fans are heavily researched. Past work has distinguished “fans” and “supporters” on engagement with teams or athletes and identified “non-fans” who have little interest in sport; the latter are rarely in…
View article: Understanding the importance of sport stadium visits to teams and cities through the eyes of online reviewers
Understanding the importance of sport stadium visits to teams and cities through the eyes of online reviewers Open
This study explores the relationships among sport stadium visitors’ experiences, satisfaction, team brand image, and destination image. A text mining approach was first used to analyse 26,538 individual reviews from 17 European sport stadi…
View article: Athlete Interrupted: Exploration of Athletes’ Personal Brand Management in Times of Crisis
Athlete Interrupted: Exploration of Athletes’ Personal Brand Management in Times of Crisis Open
Times of crisis impact the careers and brand management of athletes. The COVTD-19 pandemic serves as the research context as we explore how athletes react, cope with, and respond to external disturbances through modifications in their pers…
View article: The Utility of a Single-Item Self-Perception Fandom Measure for Sport Consumer Segmentation and Predicting Behavior
The Utility of a Single-Item Self-Perception Fandom Measure for Sport Consumer Segmentation and Predicting Behavior Open
Effective consumer segmentation is crucial to accurately address target markets and develop marketing campaigns. Sport industry practitioners increasingly segment their consumers using behavior and attitudinal measures. To accommodate the …
View article: Remapping the Sport Brandscape: A Structured Review and Future Direction for Sport Brand Research
Remapping the Sport Brandscape: A Structured Review and Future Direction for Sport Brand Research Open
Despite consistent interest in sport brands and the multitude of brands in the sport ecosystem, extant knowledge remains fragmented and unstructured. The purpose of this study is to integrate and synthesize extant sport brand research, app…
View article: Make It Count: Examining Outcomes of Activation and Advertising-Like Event Sponsorship
Make It Count: Examining Outcomes of Activation and Advertising-Like Event Sponsorship Open
Empirical investigations on an effective sport event sponsorship format have remained sparse. The purpose of this research is to compare the outcomes of activation and advertising-like event sponsorship, explaining the factors that drive c…
View article: The Influence of Non-Transactional Fan Engagement on Merchandise Consumption
The Influence of Non-Transactional Fan Engagement on Merchandise Consumption Open
The purpose of this research is to examine the impact of fan engagement on merchandise purchase intentions. We draw on existing fan engagement literature and focus on non-transactional fan engagement and its effects on merchandise purchasi…
View article: Using Predictive Analytics to Measure Effectiveness of Social Media Engagement: A Digital Measurement Perspective
Using Predictive Analytics to Measure Effectiveness of Social Media Engagement: A Digital Measurement Perspective Open
As social media becomes an increasingly dominant and important component of sport organizations’ marketing and communication strategies, effective marketing measurement techniques are required. Using social media data of a Division I footb…
View article: Seeing the same things differently: exploring the unique brand associations linked to women’s professional sport teams
Seeing the same things differently: exploring the unique brand associations linked to women’s professional sport teams Open
Sport brand management has become an increasingly strategic process, yet most scholarly attention has been focused exclusively on men’s sport. This study contributes to knowledge surrounding women’s sport brands and the strategic marketing…
View article: Large-Scale Sport Events and Resident Well-Being: Examining PERMA and the Gold Coast 2018 Commonwealth Games
Large-Scale Sport Events and Resident Well-Being: Examining PERMA and the Gold Coast 2018 Commonwealth Games Open
Delivering community-based benefits is oftentimes cited to justify the high costs associated with hosting large-scale events. The current research is embedded in positive psychology to examine how an event impacts host community members’ P…
View article: Gamification via mobile applications: A longitudinal examination of its impact on attitudinal loyalty and behavior toward a core service
Gamification via mobile applications: A longitudinal examination of its impact on attitudinal loyalty and behavior toward a core service Open
Organizations increasingly use gamification to engage with, and influence, consumers’ attitudes and behaviors. In this article, we present findings from a longitudinal, mixed‐method research design that (1) examined the extent to which gam…
View article: The Rise of an Athlete Brand: Factors Influencing the Social Media Following of Athletes
The Rise of an Athlete Brand: Factors Influencing the Social Media Following of Athletes Open
Athlete brands exist within a network of brand relationships. Thus, considering the joint influences of related brands at different levels (league, team, and athlete) is essential for understanding how athlete brands are built. We focus on…
View article: Sport Brands: Brand Relationships and Consumer Behavior
Sport Brands: Brand Relationships and Consumer Behavior Open
One of the most valuable assets a sport entity possesses is its brand. However, existing sport branding research has largely examined brands at an individual level and not taken into account the relationships between connected brands or th…
View article: The influence of non-transactional engagement behavior on merchandise consumption
The influence of non-transactional engagement behavior on merchandise consumption Open
Fan engagement has received increased academic and practitioner attention because of its ability to influence organization-consumer relationships. However, existing research on fan engagement has mostly focused on non-transactional behavio…
View article: Exploring athlete brand image development on social media: the role of signalling through source credibility
Exploring athlete brand image development on social media: the role of signalling through source credibility Open
Research Question: The current study examined the role of signalling and source credibility on athlete-related social media content. We examined the effect of three different posting sources on sport consumer perceptions of athlete brand i…